74% of U.S. Adults Still Read Newspapers

Too many newspapers have gone belly-up over the past year, but that’s not because we don’t like reading them. A recent Integrated Newspaper Audience study from Scarborough Research found that 74% of U.S. adults (nearly 171 million) read a newspaper during the past week (at least, the week before the study was conducted). Here’s the catch – they read the paper in print or online. So much for my optimism about my printed daily staying around for another decade (although, their chances are better than others).

Of no surprise, the study also found that newspapers continue to attract educated, affluent readers – specifically:

79% of adults employed in “white collar” positions

82% of adults with household incomes of $100,000

84% of adults who are college graduates or who have advanced degrees

This isn’t necessarily groundbreaking research, as I don’t think too many people doubt the fact that educated readers with more disposable income still choose to get some of their content from newspapers – be it print or online. Of all media, print continues to be among the most trusted form of media content – though trust has declined across the board in recent years.

From a journalism standpoint, I like seeing data points like these. If I were working as a newspaper journalist, I’d like to know that my content still has a lot of value for readers, despite the state of the industry and the health of the economy. From a public relations standpoint, it’s important to recognize the power of newspapers to influence audiences as more credible media than some emerging channels. I still love to pick up The New York Timesor The Wall Street Journalin print form. Then again, I also like the online versions of both publications.

What do you think? Do you still read newspapers on a daily basis? Do you read newspapers in print or online?

For more information on the study, you can review Scarborough Research’s press release (PDF) Scarborough Research.

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Jeremy Porter has been passionate about the intersection of public relations and journalism since studying both Public Relations and Journalism at Utica College of Syracuse University in the late 90s.
Porter launched Journalistics in 2009 to share his ideas and insights around both professions and how trends and developments in modern day marketing, communications, and technology impact those working in these fields.
Porter also values the traditions and history of both professions and regularly shares his perspective in these areas - and related topics geared toward the next generation of journalism and public relations professionals.

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2 Comments

I do get my daily “breaking news” via online versions of major dailies and broadcast sources. However, I’m in a very rural area and on a local-level all we have is a weekly paper. I read it front-to-back. They don’t really have a web presence to speak of (http://www.waynecojournalbanner.com/ – you’ll notice the stories that are there are teasers telling you to see the paper for the rest of the story) which is actually not all that unusual for small town papers.

I also still subscribe to several magazines – in print. I enjoy reading these in the evenings when I need away from my computer for a while!

About the Editor

Jeremy Porter has been passionate about the intersection of public relations and journalism since studying both Public Relations and Journalism at Utica College of Syracuse University in the late 90s.
Porter launched Journalistics in 2009 to share his ideas and insights around both professions and how trends and developments in modern day marketing, communications, and technology impact those working in these fields.
Porter also values the traditions and history of both professions and regularly shares his perspective in these areas - and related topics geared toward the next generation of journalism and public relations professionals.